Is Artificial Intelligence the Future of SEO?
In 2019, we’re going to see more use of artificial intelligence. The ability of machines learning new things will take centre stage, especially where “Voice Searching” and “SEO” are concerned.
Emarketer released a report which stated that 21.6% of worldwide online users had used a voice search device last year. The two most popular voice search devices are Google Home and Amazon Alexa. They use a combination of AI and machine learning to remember the past searches made on the device and then personalize the searches based on this history. As 2019 kicks forward, this technology will become even more advanced. In fact, Google is probably going to use this technology to remember the previous searches that users made on its search engine. This will give them highly personalized results the next time they search.
What does this all mean for SEO?
RankBrain is a machine learning algorithm of Google. It is what they use to rank their websites. With the advancement of AI and machine learning technology, RankBrain may get smarter and start showing people websites which closely relate to their previous searches. This will have a huge impact on how webpages are optimized in search engines. Longer high-quality content will likely be very important for SEO, while things like keywords may not. The AI will just pay attention to how useful the content is for the user.
There is no telling what the future will bring. It is easy to predict the next big trend in technology this year and it looks like “Voice Search” is it. You can already conduct voice searches on Google. The average result of a voice search is 29 words in length. On the voice search result page, the average number of words listed is 2,312. Google doesn’t mind surfacing this content as long as it’s understandable for a search.
According to recent research studies, people use Voice Search to conduct searches when they’re multitasking. For this reason, try sticking with a shorter paragraph or search as your voice continues to be optimized. When the results page shows up, the voice reads the results aloud to you. You can’t skip around through the audio either. That’s why it is better to choose important information which assists users as they make their query.
Amazon Echo cannot be used to browse the internet. Your smartphone can be used to conduct mobile searches, though. People use voice searches to search small bits of information or to make general queries on the smartphone. But it has no way to explore the internet with your voice yet.
When you conduct a voice search, it is only useful for obtaining single search results. You can find answers to questions and exercises if you wanted to with this tool. However, this puts limitations on the size limit of a voice search. Advertisers and SEO strategists need to understand how voice search factors into their main search strategy.
In the future, voice searching may be a tool which gives users the ability to search the web. When the search results page comes up, the first result of the search will be read aloud to the user. If they want to hear more results, they can choose to have a few more results read to them aloud.
These kinds of advancements in voice search technology are happening right now. The only thing is the big tech companies don’t want you to know it. But just look at how voice-activated speakers are trending like crazy with sales. This should tell you how voice searching technology is catching on to the mainstream public. As a result, these companies are going to capitalize on that by expanding the technology further.
How to prepare your website for voice searches
Your website needs schema markup. Google uses this to identify various webpage elements which relate to a voice query being made. These elements could be store hours, prices, locations, events, etc. This will give you more specific results and featured snippets.
As of now, Google Analytics does not track data regarding voice queries. As an SEO professional or marketer, this can be a setback. But just wait, because this may change in the near future. When it gets to the point when voice searching is more popular than text searching, then you may see more SEO friendly tools available for voice search data tracking.